Amuse taps banana beauty trend with Pureseoul pop-up

K-beauty brand Amuse has partnered with retailer Pureseoul for a branded takeover of Café Vins on London's Carnaby Street to celebrate the launch of its Banana Lip Oil Collection.

Running from 10am to 6pm on 10 and 11 July, the pop-up will give visitors the opportunity to discover and sample the full Banana Lip Oil Collection, with products also available to purchase on-site.

The first 100 visitors each day will receive a complimentary banana-flavoured drink, dessert and a 1ml mini Banana Lip Oil. Customers who purchase a Banana Lip Oil will also receive an exclusive Amuse tote bag.

The activation will also feature a branded photo booth and exclusive sticker sheets, with additional rewards available for visitors who share their experience on social media.

Commenting on the pop-up, a spokesperson for Pureseoul told TheIndustry.beauty: "We’re doing the pop-up because some products just need to be tried in real life, and lip oils are definitely one of them.

"With Amuse's Banana PDRN Tinted Lip Oil, the shade, texture and finish all change slightly depending on your skin tone, so being able to test it in person makes a big difference. It helps people find what actually works for them, rather than guessing online.

"It’s also a nice opportunity to slow things down a bit and talk about the ingredient story behind the product. PDRN is still quite new to a lot of people, so being able to explain what it is - and why we use a vegan banana-derived version instead of animal-derived PDRN - makes it feel more accessible and less intimidating.

"And being on Carnaby Street, just steps away from our flagship, makes it feel like a real moment for us. It’s not just about launching a product, it’s about creating a space where people can discover it properly, try it, ask questions, and actually enjoy the experience."

The activation also reflects a broader trend of food-inspired ingredients making their way into beauty, as brands seek to leverage consumer familiarity to drive product appeal. Bananas are one such example, with searches for "banana skincare" rising by 22% in recent months.

According to insights from Fresha, banana-based beauty products align with growing demand for what it describes as "edible" beauty - products that feel more natural, approachable and recognisable to consumers, rather than relying on less familiar ingredients.

Discussing the trend, Pureseoul added: "Banana feels like one of those ingredients that shouldn’t work in beauty... but really does. It taps into that wider shift towards fun, recognisable ingredients that still have a skincare story behind them.

"In our case, Banana PDRN isn’t just about the trend - it’s doing a job. We use a vegan banana-derived PDRN as a plant-based alternative to traditional animal-derived sources, so it fits with where consumers are heading in terms of ethics and ingredient transparency.

"At the same time, it turns a lip product into something more than just colour. You still get the glossy finish and sheer tint, but there’s also that lip-care feel that people now expect from makeup. It’s that hybrid space between skincare and colour that’s really driving a lot of K-beauty innovation right now."

Other recent launches highlight the trend’s momentum, from Joonbyrd’s Big Time Body Wash, featuring banana notes, to Rhode’s Caramelised Banana Peptide Lip Treatment and Banana Peel Peptide Eye Prep Patches. Prada also previously generated significant online buzz with its take on a banana lip balm, while Dr.PAWPAW introduced a more affordably priced alternative.